The Myth of Arrival

We’ve all been there…

Telling ourselves:
Once I hit that revenue target…
Once the business is stable…
Once the brand is known…
Then I’ll finally feel calm. Settled. Successful.

It’s the story we cling to in hard moments—the promise that someday we’ll arrive. That there’s a version of life just around the corner where everything makes sense, everything is working, and we finally feel like we’ve “made it.”

But here’s the truth: we never really arrive.

The moment you reach a goal, your mind creates a new one. You see new challenges, higher expectations, better outcomes to chase. Progress shifts the horizon. And the idea of being “done” always stays just out of reach.

This is the myth of arrival—the belief that life will somehow transform once we achieve a certain milestone.

The Endless Chase

The human brain is built for forward motion. Even when we get what we thought we wanted, it rarely feels like enough. There’s always something more:

• A better version of the product

• A stronger team

• A bigger following

• A cleaner brand

• A more peaceful state of mind

We romanticize the finish line. But business—and life—isn’t a straight road with a clear end. It’s more like a mountain range: reach one summit, and another appears in the distance.

Don’t Follow a Map—Carry a Compass

So how do we navigate this? Not with rigid plans or fixed expectations. But with direction.

Think of it this way:

• A navigator tells you exactly where to go.

• A map tells you exactly which routes you can go.

• A compass points you toward your values—without locking you into one path.

Business, like life, requires adaptability. If you fixate too hard on one vision of success, you’ll miss the new opportunities unfolding around you. Your goals should guide you—not imprison you.

My Own Wake-Up Call

For years, I believed that if råbowls looked perfect, operated smoothly, and hit certain numbers—I’d feel settled. But each “arrival” only brought new pressure. And when the business hit turbulence, it felt like I was falling apart—not just the brand.

That’s when I realized: My peace can’t be dependent on my performance. My worth can’t hinge on the next milestone.

And most importantly: I’m not building to arrive. I’m building to grow. To serve. To express. To evolve.

A Better Way to Move Forward

So here’s what I remind myself now:

• Goals are helpful—but they’re not sacred.

• Growth is messy, not linear.

• Direction matters more than control.

If you’re building something and feel like you’re not where you should be, pause. Check your compass. Ask:

• Am I still aligned with what I value?

• Am I still building something that reflects who I want to be?

If yes, keep walking. If not, adjust.

But don’t wait for the day you “arrive.” Because the truth is: you’ll never arrive.

It was never about the finish line anyway.